SFR 195: How To Create A Quiz Funnel...

Boom! What's going on everyone?
It's Steve Larsen, this is Sales Funnel Radio... and today I'm going to teach you how to pull off a quiz funnel.

I've spent the last four years learning from the most brilliant marketers today, and now I've left my nine to five to take the plunge and build my million dollar business.

The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer.

Join me and follow along as I learn, apply and share marketing strategies to grow my online business using only today's best internet sales funnels.

My name is Steve Larsen, and welcome to Sales Funnel Radio.

What's up, guys?

I've actually been super stoked about this episode. So recently I've been doing this inside of my own funnels, which I'm very excited about. Now if you think about this, actually I'll just tell you...

One of the first products I was a part of when I first started working over at ClickFunnels was a... it's so funny, I say that phrase all the time. It's because there were so many projects going on all the time! Anyway, this was one of them towards the beginning.

I went through, and I started doing a deep dive of the top converting quizzes that were going on in other people's funnels. It was cool because Russell already knew what a lot of them were so he gave me a whole bunch of lists.

At the end of the quiz, it asked for the individual's information to get the opt-in and start a free mini-course, or start a whatever... or send them to a free plus shipping something.

One of the most successful funnels, before I worked with Russell, was a medical quiz,  though it wasn't for medical stuff...

It was the funnel hacking of me doing that quiz that made my first big funnel successful. My big first success story which I used as a case study when I applied for ClickFunnels -  which is kinda cool.

It was a quiz, and after they'd answered all these questions, it said, "Hey do you want your results? Put your email in here." And basically, depending on what they'd said inside the quiz, they were sent a specific email to invite them to a free plus shipping offer... and then you know how it goes after that. Up sales, all kinds of cool stuff.

So they sent traffic to that quiz, and I knew they were making a ton of money. It was kinda cool because of those first ClickFunnels projects was all these quizzes.

What I did is, I copied all of the quizzes as I went through them, I took the questions, and all of the possible answers for every single quiz and I put them on this sweet Excel sheet. I compared side by side, all the question ones, all the question twos, and so forth — the questions, and then all the possible answers.

It was funny because I started noticing all of these trends. All these trends in all of the quizzes. I'm kind of a patterns guy, which you guys can probably imagine by now.  I started looking through, and there's patterns. I was like, "Holy crap! Check this out."

All of the question number ones and twos are kinda asking the same area of stuff.

Interesting, question three and four-ish, around that part of the quiz, it transitions, and they're all asking this kind of stuff.

Then I get down to question six and seven,(most of them did not have more than seven questions... sometimes eight, but it was usually no more than that), and it was all the same kind of question throughout.

I was like, this is fascinating. Why is this happening? And  I started deep diving. I ended up writing this outline seeing the patterns of what was going on inside of each one of these quizzes. I actually went through my computer, and I found it, Woohoo!

So I'm going to go through and read this thing. I want to walk through some of the highest converting quizzes.

The reason I'm doing this right now, is because, if you guys had a chance to come to my recent live funnel build, (some of you guys were able to be on, which was really fun), I was teaching about how when you get a funnel out the door, I always start by focusing on hot traffic first. That is the easiest way to get money off the table.

Then you take that money, and you dump it into ads. Now your customers have funded the rest of the entire business.

I've never put a dollar of my own into my business EVER because of that principle - that play. I think of them as football plays. By running that marketing play. I've done that multiple times.

Now, when the hot traffic starts to dry up a little, and I need to go from hot to warm and expand the pot, there's multiple ways for me to do that. I could change who I'm targeting... there's a little bit of that that goes on when you start to widen the pot when you go from a hot audience to a little bit more of a warm audience. That's one option...

I could change the ad.

I could change what's going on in the funnel.

I could change the sales message.

I could adapt or change some of the offer.

But that's a lot of stuff to go switch.

One of the easiest things that I could do, rather than change the ad, or change the audience, or part of the sales message, is to merely change what people see when they click on your ad.

So instead of them seeing an opt-in page, I put something in front of that that lets me warm up the audience before I ever ask for an opt-in. And that's exactly what I've done here, and that's exactly what I wanted to walk through with you guys. That's why I do these quizzes and these little baby quiz funnels.

It lets my audience get warmed up to me before I ask them to opt-in or even go towards my main thing. In this instance, I'm using it in front of a webinar funnel.

So, what ended up happening is I went in, and I found out this crazy formula, and I was like, "Holy crap!" and ended up writing this dummy quiz for ClickFunnels so that we could change what people are seeing when they went to clickfunnels.com. It was a bunch of fun.

This was years ago; I don't remember what happened to this, However, I dug it back up, and I was like, "Holy crap, this is good stuff!"

So, first of all, I want to walk through just a few of the actual quizzes. Just a few of them that are funnel hacks (or quiz hacks) that I went through so that you guys can see some of the format and some of the patterns inside of here...

This comes from Revolution Golf Quiz:

The first question they ask: #1: Aare you a man or a woman? The reason I'm asking is because men and women tend to suffer from different consistency killers.

This is a quiz in front of a golf product.

Q#1: Are you a man or woman?

Q#2: What is your age range?

A:
>I'm over 50.
>Between 30 to 50.
>Under 30.

Q#3: What's the length of your average drive?

A:
>Less than 150 yards.
>150 to 200.
>200 250.
>Over 250.

Q#4: What's your playing level?

A:
>I'm a beginner.
>I'm an expert.... whatever.

And you go through and you declare your skill level.

Q#5: In relation to your full swing, what are you having the biggest challenge with?

A:
>Poor contact.
>Directional control.
>Major consistency issues.

Q#6: People in your scenario usually suffer from one of these three things. Which of these do you suffer from the most?

A:
>Hitting thin shots.
>Fat shots.
>Bottom or low ones.
>I miss the center of the ball.
>Hitting weak shots.


And they go through and they answer this stuff. And what's interesting is by the end of it, it says, "Well based on your answers, you probably should have X! Put your email address in and we'd like to send you your results,  we'll also send you a free course, or a free report, or a free something."

It just literally forwards to the beginning of the funnel. So think about that for a second.

Okay, the next one, next one. This one's for tennis, it's called Fuzzy Yellow Balls:

Q#1: Are you male or female? (I was like, huh, where have I seen that before?)


Q#2: How old are you? (Where have I seen that before?)

Q#3: What's your current skill level rating?

Q#4: How hard do you typically hit your first serve?

Q#5: When you try and hit it harder, some of the most common issues are these, which one are you?

A:
>I hit into the net.
> I hit it long.
> I don't hit it cleanly.

Q #6: People in your scenario typically suffer from one of these three things, which one are you? Which of the following best describes you?

There were seven questions in this quiz, not six. But it's the same kind of theme.

I was like, "Huh, wait a second…”

And I go onto the next one. This one is about fat loss.

Q #1: Are you a man or woman? (I was like, what the heck?)

Q#2: What's your age range?

Q#3: When it comes to body shape people tend to suffer from one of these three things, which one are you?

Q#4: When it comes to food cravings, which food do you give into most?

A:
>I give into sweets.
> I give into chocolate.
> I give into carbs.
> None of the above.

Q#5: When it comes to eating habits, which one do you have?

Q #6: When it comes to stress, most people do this, which one are you?

(This quiz had ten questions, it was the biggest one... But most of them don't.)

And what I started realizing was that there was a pattern going on... a heavy pattern of the way you approach somebody inside of a quiz.

So I went through and I kind of formulated...

You guys know I'm kind of a geek when it comes to this stuff. Ok, not kind of! I'm a straight out freakin' nerd in this stuff, and I'm proud of that. It's what makes me good at this. I obsess...

A little while ago, I went and I printed out all of the follow-up sequences from the five most profitable webinars I've ever seen Russell do. There was paper all over my floors,80 sheets all over the place. I studied deeply the patterns between each one... Well, I did the exact same thing for the quizzes.

I started deep diving, I didn't have things printed out all over the floor, but I started diving deeply into the format, the formula and the pattern of what was making these quizzes successful.

Now there's some fluidity between these. Some of them were six questions, some were ten. But it's this pattern of questions. It's this pattern of thought. It's this pattern that I noticed these quizzes were pulling a customer through that made it most effective.

So I want to walk through this with you real quick and teach you exactly what I've been doing:

The first series of questions have to do with self-identifying - but with really low barriers.

Q#1: Are you a man or woman?

You don't have to study to answer that question. You don't have to go to a study hall to figure that out. Are you man or woman? Why would I ask somebody that? What does it have to do with anything when it comes to hitting my golf ball? When it comes to tennis? When it comes to fat loss? It might, and that's why it works.

And there's one of the reasons I love this so much is because I'm just getting people to make little micro commitments, little micro answers. They're not huge questions. Are you male or female?

Q#2: What age range are you?

I'm like, "Oh snap, this is not hard to answer." And that's part of the reason why it works so well.

The first few questions get somebody into the habit of clicking. This is huge. Get somebody into the habit of clicking.

Q #3:(or phase #3) they have them self-identify questions based on the subject: Are you a man or a woman? What's your age range? Have you ever built a funnel before?

It's self-identifying questions based on the subject itself. "Have you ever tried to lose weight? Are you a tennis player? How long have you been playing tennis for?" They're self-identifying, that's what is so key about this.

One of the biggest hurdles you have to overcome in a sales message...

If you heard one of my previous episodes, I talk about why it's important to cause an identity shift in an individual. The reason why these quizzes work so well is because you're are literally having them call out their own identity to you.

You are not saying, "Oh you look like this." You're having them declare it and say, "Check it out. This is who I am." This is very cool because it puts them in a place of vulnerability. Not like risky kind, not like where it feels like they're being threatened, they hit a phase of vulnerability, but they're the ones doing it. And you're gonna see this as we move forward.

So I have them answer, #1: Self-identifying questions; Male or female? Age?

Next thing: Self-identify questions based on the subject: "Well, I am a funnel builder." It's their current state, according to the subject. "I am a tennis player.  I do play golf. I am trying to lose weight. I am, whatever..."

The next category, you have them declare their level of skill, or achievement based on the subject:

"Well, this is what I usually hit in golf. This is my handicap." In tennis, I don't know tennis very well, but it said, "What's your current rating?" And it had you go through and list that what rating level you are. Does that really have that much to do with the fact that they probably know you could use their product anyway? No, the only reason they're doing that is so you can go in and self-identify and be like, "Hey check it out, this is where I am."

Ooh, cuz now what they're starting to do, is we move into questions where they are declaring where they are not.

So the third category is: Self-declare a level of skill, according to the topic. This is where I am:  “I have been trying to lose weight. These are the programs I've used." Or, "This is when I'm binge eating. These are the kinds of things I binge eat."

The next category is one of the biggest, and it's one of the reasons why I've noticed that quizzes work so well, or don't. And here it is: You start declaring the biggest challenge. They are self-declaring their biggest challenge pertaining to the subject:

"Oh man, when I hit the golf ball, I notice I top it."  Or "I hit it right on the center, but it's not consistent with direction." Or "I hit too far underneath it and the thing pops really high."  

"When I'm playing tennis, I notice I hit too much into the net." Or "I hit too far over." Or "I'm just not consistent when I'm doing a diet. I've noticed that in the evening time is when I get the cravings the most."

It asks about the cravings, and you go through and self-select your freakin' problem. That is so crazy! Because in classic marketing folklore, the way this is done, a lot of people they go create the freaking problem. That way they can sell you the solution. Well, in the quiz, they're self-declaring their problem. You don't have to create it.

They go through and click saying, "Check it out, I'm here. I'm right here, I declare this is who I am. This is where I am in the subject, and this is the thing that I'm sucking it up at."

Guys, this is massive! The psychology behind this is absolutely monstrous. I'm so glad I found this.

The next thing, okay, so now think about what we've done here.

#1: They've self-declared, "This is who I am. This is where I am. This is what I'm struggling with."

#2: The next category we go into is an educate and clarify section: "Oh man, those who are in your scenario, who are saying these kinds of responses, typically suffer from one of these three things." 'Suffer' is a keyword.

They're declaring their own issue, but now you're going to have them go in and declare,  "People in that scenario usually suffer from one of these three things, which one do you think you're at?" Oh man, now how many walls have they self-dropped by this point? They've dropped a lot.

These are normal things you're doing in any sales script, which is why I geeked out over this so much when I first did it. I was like "Holy crap, this is like a mini sales letter in a six-question quiz." It's crazy! It's amazing how effective these things are. It's the reason why I'm using them again.

The next thing, I've noticed in a lot of these quizzes, this is like the final thing, usually, there's one aspect that's crazy random. It's one of the final things, super, super ridiculously random - has nothing to do with anything:

Oh, thanks for taking the quiz; by the way...

Let's say you're talking about the golf quiz; they go through, and they click:

> I hit the ball.
> I top the ball.
> I top the ball way too many times.
>There's no consistency.

#Final Question: Were you wearing blue jeans when you did that?

"Oh man, is that the issue?"

A lot of times I've noticed is that one of the final questions in some of those effective quizzes is kind of a random one that's meant to be like, "Well, you wouldn't think this matters, but it actually does."

With the diet one: "Well, I don't know, was it a full moon last Thursday?" And you're like, "Crap, it was!" And it puts them in this state of curiosity.

You've brought them through in a very small amount of questions:

#1: Here's who I am.

#2: Here's where I am.

#3: Here's what I'm struggling with.

#4: Random Question: (yeah, I drank a liter of water before working out. Maybe that's the reason why I didn't lose any weight.)

You've gone through and produced this aspect of curiosity right before you say, "Could I email you your results? Put your email in right here."

Now it's logical. I can see why, it's logical, it's easy for me to justify giving you my contact, giving you my email address, giving you whatever. Going in and contributing to the marketing relationship at this point.

I'm really excited about this because what we've just made one of these quizzes. I'm super excited to see how it plays out.

So instead of sending traffic to the opt-in page, we're sending traffic to the quiz. Which is cool, because at the end of the quiz, I created a "Ta-da" an offer.

The offer that I've created is:

#1: Hey if you'd like to, I'd really like to be able to give you the results for your quiz.

#2: I want to give you a free mini-course that we've created to help people that are in your scenario. If you just put your email in, it'll send out to you over the next three to five days.

#3: We'd like to give you a free ticket to a web class, and if you just click right here and put your email in, it'll send you over to the ticket page to you can redeem your free ticket.

So go ahead and put your email in right now and that's what you'll get. It's all free. We just want to help you from where you are to where you want to be.

That's basically kind of the script that I'm doing.

This is what we're really doing.  I'm super excited. As soon as this ends, I'm going to finish the last two things I need to launch the quiz.

So anyway, I'm excited about it. I'm really pumped about it because all that stuff that I'm doing right before the opt-in, is to help create a relationship with a more warm style audience instead of the hot one that we've been selling to already.

It's allowed me to go and expand out. When I've done these kinds of things in the past, that's what the benefit has been. Without having to change the sales messaging and go in and adapt the offer, or even really change out much of the audience or really even switch out much of the ad, I can just add in, literally, a single page in front of the entire funnel, drip out a mini-course, (which, go figure, every single thing in that mini-course is reminding them to go redeem their free ticket to the web class).

I'm training them to open my stuff. I'm training them to go through and realize, "Oh man, this guy's eyes are massive, but I could probably trust him." And that's one of the reasons why I'm doing it. To create a relationship ahead of time. To create value ahead of time.

Now I've contributed so much to the relationship for free, the dialogue that I've noticed, and I've seen is: "Man, if this is his free stuff, I wonder what his paid stuff is like?" And then they go check it out. And that's been really helpful.

So I just wanted to dive in a little bit. I know it was kind of a long episode and a  bit of a deep dive and hopefully, you guys understood that as I walked through it. If not, I honestly, I would re-listen to this.

I'm really excited about this, though. This is one of the major keys, and one of the marketing plays that I'm running to drop in that next load of cash.

When we first started ads, we were putting a dollar in and getting three or four dollars back out and, as is expected with paid advertising, you start to get ad fatigue. So we're putting a dollar in now and then we get about two dollars back out, and I want that average to be a little bit higher. So this is one of the easy next plays I'm running to go get that back up and start talking to a broader audience. To get a relationship with people, and invite them to come back to the web class.


So I'm excited guys. Hopefully, you enjoyed that? If you did, please rate it in iTunes. I love watching those reviews. I appreciate it. It means a lot to me, and I love reading them. It's kind of a boost for me to be honest.

It's a lot of work putting these episodes out. We repurpose this thing to 22 platforms. It's nuts! So it means a lot to me.

I'll see you guys next episode. Bye.

Boom. Just try to tell me you didn't like that. Hey, whoever controls content, controls the game. Wanna interview me or get interviewed yourself, grab a time now at stevejlarsen.com.